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Marketing Jargon tagged posts

When you are looking for a new piece of technology, you likely spend some time online reading product reviews left by customers. The problem is, not every review is created equal and some of simply fake. But how can you separate the fake customer reviews from the real ones? While there is no guarantee you’ll spot every questionable review during your research, there are some classic signs that can make the process easier.

So, before you take a review at its word, here are some warning signs that it might not be the real deal.

Marketing Jargon

Most real customer reviews will sound similar to how a person would speak, often sounding more like they are talking to a friend than reporting back to a larger audience. Additionally, it shouldn’t remind you of an infomercial when you read the information. If an online review is full of marketing jargon, then that is a sign that something might not be right.

Overusing the Entire Product Name

Going back to the idea that the review language should be natural, no real customer review will contain the full product name repeated over and over. In fact, they’ll often shorten the product name significantly, especially when it relates to pieces of technology with long model numbers instead of separate names.

Having the product name repeat is often a trick used to improve SEO, or the chance that the review will pop up in search engines when potential customers are doing research, and that just isn’t something that would concern a genuine customer while they write a review.

Aggressively Negative and Mentions Competitor Products

Even though bad experiences do happen, most people aren’t going to use language in a written review that resembles shouting. And, even if they do, they aren’t going to consider plugging a competitor product by talking about how much better it is than the one they supposedly purchased.

Often, that approach is designed to concern potential buyers about the quality of the first product and attempts to steer them to something else. In contrast, a regular negative review will stick to the product at hand and won’t necessarily seem like a rant.

Prior Skepticism

A real customer review isn’t likely to say they were highly skeptical of the product first but now that they’ve tried it, they love it. If a person was truly as skeptical as they say, it is unlikely they would have purchased the product in the first place, so it should always be considered a warning sign.

A Clump of Reviews

If a bunch of “customers” all write reviews within minutes of each other, and they all have the same star rating, it could be a sign of less than genuine reviews. In some cases, product sellers or manufacturers will pay people to write reviews, and they don’t always have them do it at different times. If a product has a handful of reviews that post almost at the same time, it is best to assume they might be fake.

Using Review Sites Instead

Many of the issues above aren’t relevant to sites run by a single group that dedicates itself to writing reviews. However, it is important to find reputable sources when selecting a source of information. While this site might provide excellent advice, another one might not, even if their design and format are similar. So take some time to compare multiple review sites before turning to one as your primary way to get the information you need.